Do you have an ego site?
Monday, April 9th, 2007“The main problem with your web site is that it’s ego-centric.”
Yeah. I said this to a prospective client last week. They were asking for a quote on making some extensive modifications to their site; ex. they wanted to change “Services” to “Our Services” – that was just the tip of the iceberg… it got a lot worse.
So I went through their requests to get a quote together. Actually all I had to do was read the home page and it set the expectation. The home page was all about them. This is who we are. We do this, we do that, we’re so great, as Elaine would say, yada yada.
I shouldn’t have been surprised though, they weren’t marketers, probably genius scientists, but not marketers. It’s really no fault of theirs, most websites are ego-centric.
Most websites are built to celebrate a company’s own grand illusion of themselves. I know I know, you’re going to say “well we have to sell ourselves.” Yes. Of course, BUT…
There is a big difference between selling yourself, and having a prospective client take interest in what you can do for them.
Ah. There’s the rub! What you can do for THEM. Not what you can do. Not only what you’ve done, but what’s in it for them!
How-to? Here’s a start:
- Change the language from I and We to You and Your.
“Our Services” “Our Clients”
could become
“Serving You” “Your Peers”
Remember the 80’s anti drug campaign: a guy holds up an egg, “This is your brain.” he then cracks it into a sizzling frying pan, “This is your brain on drugs. Any questions?”. Do you think that line would have had the same impact if they simply said “This is a brain. This is a brain on drugs.” the first is emotionally compelling because it’s speaking directly to you, the second is logical and a nice metaphor, but forgettable.
- Every time you write a line of text, think about your audience. Each line of copy must have a reason for being, don’t waste words ’such as’ ‘therefore’, ‘furthermore’ and so on.
- Use images wherever possible to explain complex ideas.
A friend of mine used two sets of simple images set in a line (comic strip style) to explain the entire theory of how free radicals damage skin, and how acupuncture solves the problem. You get it in 20 seconds. He’s explained it to me for 2 years and I never got it until I saw the images.
A website is part 1 of a conversation with a prospect. Imagine meeting someone for the first time and saying “hey, how are you? Good, great. Well let me tell you about myself… So enough about me, why don’t you tell me what you think of me?”
That how most websites are set up. It’s funny, but it’s true.
Who’s your website an ego boost to? You or your prospect?
Oh, and after my blunt and straight forward review of the site to the prospect on the phone? Well he told his CEO and they then asked to come in and meet in person to get quote on a larger marketing and positioning strategy. Hoorah.
